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Adventures in Authoring

Brand Capitalization

I’m always slightly, unavoidably offended when companies don’t capitalize their own brand names. Primarily because proper nouns have free rein to eschew orthographic decorum, and their specifics take precedence over propriety. Which means I also have to write them that way. Which is wrong.

You’re making me do language wrong, brand. But that’s on you. I’m not taking the fall for that.

The most untenable, however, is when the second letter – oh, the second letter! – of the name is capitalized when the first is not. Ever tried to start a sentence with ‘iPhone’? It’s the worst.